Southern California -- this just in

Rose Parade 'love float' to feature live wedding, sponsor says

September 24, 2012 | 12:16
pm

Forget "The Love Boat" — the "Love Float" is coming to Pasadena.

Farmers Insurance announced Monday that its entry in the 2013 Rose Parade — fittingly dubbed "The Love Float" — will feature a live wedding, the first in the iconic parade's 124-year history. The 2013 theme is "Oh, the Places You'll Go!"

Michael L. Linton, the enterprise chief of marketing officer for Farmers, said the company was "looking to do something unique" for its 2013 float, which will be the 54th Farmers has entered in the annual parade.

"We thought, 'Boy, we ought to do something real fun and more interesting,' " Linton said. " 'Why don't we host a live wedding?' "

The happy couple will be selected through a nationwide contest, Linton said. The company will accept online submissions until Oct. 14, after which a panel of judges will choose up to four finalists who will be put to a public vote.

"In the era of the Internet, social media allows us to reach out across the entire country and let anybody who wants to participate to participate," Linton said.

Wedding costs are also included in the winnings. Farmers will provide flights to the bridge and groom and six guests, along with a wedding dress and tuxedo, rings, hair and makeup, and marriage license fees.